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LESS TAXING AIR TRAVEL

Henry Bloch once again is appearing in advertising, but not for the H&R Block tax preparation chain he founded. This time, he’s seen relaxing on a Midwest Express jet in a new 30-second TV spot for the airline. “Too bad I can’t deduct this as a home office,” Bloch says in the spot. The campaign, created by Bender Browning Dolby & Sanderson in Chicago, broke last week in Kansas City, Mo. In addition to Bloch, well-known Kansas City businessman Ollie Gates is featured. Gates, who serves up ribs at the Gates Barbecue Restaurant, is seen in a second spot enjoying a Midwest Express in-flight meal. “Our aim was to capture their personalities and to show that they are as happy about what they do for a living as they are about their choice of airline,” said Randy Gaines, BBD&S associate creative director. The spots continue with this themeline for the Milwaukee-based carrier: “The best care in the air.” –Scott Hume